Cannabis All
Individual Project, UX design (Research, Wireframe, Low fidelity, High fidelity)
Timeline: 5 weeks
https://xd.adobe.com/view/fadaf409-cf94-4962-8953-c64f4d8f2e0a-af89/
Background
In my last semester, one of the tasks in my UX prototyping class was to submit the process and results of making a website that sells Cannabis products. The Cannabis online shop was a whole new field for me as an Asian, and I visited various Cannabis shops online and offline for this project, identified target users looking for Cannabis shops, found existing Cannabis shops, analyzed Site maps, and created requirements.
Problem statement
Images from existing cannabis websites are difficult to access for both end users and beginners. It provides a friendly guide, but the website design itself seems serious and the main products highlight the dark side of cannabis. Even though there are products that are much more accessible, such as jelly, drinks, and chocolate, this didn't appeal much.
Project scope
‘Cannabis All' is a start-up seeking to enter the cannabis industry and aims to expand its scope. By moving away from the traditional heavy image and becoming more user-friendly, I want to help users relieve the stress and pressure they sometimes feel while living in a modern society. Through this, we intend to attract customers of various ages and eventually create a successful business.
Business goal
1) Increasing sales and revenue: Like any other business, a cannabis online shop aims to generate revenue by selling its products to customers. Increasing sales can be achieved through effective marketing, product promotions, and providing a seamless online shopping experience for customers.
2) Building brand awareness and loyalty: With the increasing competition in the cannabis industry, building a strong brand identity and loyal customer base is essential for long-term success. Cannabis online shops may invest in branding, customer service, and community building to differentiate themselves from competitors and build a strong brand.
3) Educating customers about products and the industry: As the cannabis industry continues to evolve, there is a growing need for education and information about the various products and their effects. Cannabis online shops may provide educational resources, product descriptions, and reviews to help customers make informed decisions about their purchases.
4) Expanding into new markets: As more states and countries legalize cannabis, there is a growing market for cannabis products. Cannabis online shops may aim to expand their operations and enter new markets to capitalize on this growth and increase their customer base.
User goal
1) Finding the right product: Customers may visit a cannabis online shop with the goal of finding a specific type of product, such as a particular strain of cannabis or a specific form of consumption. The online shop should make it easy for customers to browse and search for products based on their needs and preferences.
2) Learning about the products: Customers may also visit a cannabis online shop with the goal of learning more about the products available, their effects, and how to use them safely and responsibly. The online shop should provide detailed product descriptions, educational resources, and user reviews to help customers make informed decisions.
3) Making a purchase: Ultimately, the user goal of a cannabis online shop is to make a purchase. The online shop should make it easy for customers to add products to their cart, check out securely, and receive their products in a timely and discreet manner.
4) Managing Stress and Insomnia: By eating cannabis in food, users can completely avoid potential problems that can pose a threat to their lungs. Oral cannabis is especially important for people with asthma or allergies. People with insomnia try to improve sleep quality and feel more comfortable by consuming cannabis through their mouths.
Process
1) Research : This stage involves identifying the purpose of the website, defining the target audience, and creating a sitemap or wireframe. This stage sets the foundation for the entire project and helps ensure that the website meets the client's goals and objectives. Based on analysis of Persona and competitor site map analysis, I set standards for industry-related standard terms and website structures.
2) Planning of design : Through the analysis of competitors, the structure was determined by classifying cards based on the menu determined, and neighboring acquaintances participated in cart sorting and reflected in the labeling.
3) Wireframe : The initial site map was created by reflecting the navigation structure and labeling through competitor analysis.
4) Hi-fidelity Mock-up - This stage involves creating a visual design for the website, including the layout, color scheme, typography, and overall style. The designer may use graphic design software or a web design tool to create a prototype of the website.
Persona
Ingrid / International school student / 27 / Beginner
Ingrid is an international student who came to Canada from Columbia. It is not easy to leave her family and study alone in Canada, but she tries to relieve stress and have as much fun as possible by hanging out with her classmates. New experiences and empathy with peer groups / overcoming sleep disorders
“There are many times when I can't sleep because of academic stress. In that case, I'm trying to use the nearby Cannabis Store, but it's my first time, so I'm a little scared.”
Research
1) Competitive analysis
I compared three Cannabis competitors. Canada Cannabis, Direct Delta8, and SQDC. As a result of analyzing the websites of competitors, the following commonalities were found.
Navigation is mostly shown in the header. Overall, all three competitors have simple structures. They follow the hierarchy. They manage two or fewer levels in their hierarchy.
The bottom of the brand category contains a huge submenu due to various brands. For unfamiliar users, the guide page has been separately organized. They have common brands and are classified by package and purpose. Provides a guide for beginners and introduces a separate offline store.
Canada cannabis: It was advantageous to provide reviews, rating systems, and live chat, but it took a long time for users to find specific products because it did not provide a filter system. Efforts are being made to attract customers by recruiting VIP clubs separately and providing separate discounts. The menu composition other than the shop is simple so that users can easily find the necessary information, but in the case of the shop menu, the depth is too deep.
Direct Delta8 : It was easy to distinguish types from the main menu, but this also does not provide a Filter system, only subcategories, so it takes a long time for users to find a specific product. Articles are provided on the product details page.
Sale, clearance, and new item menus are on the main menu and are always exposed. Gift guides are provided separately according to gender, amount, and event.
SQDC : It has a simple structure that is easier than the other two companies,
and it has increased user convenience by emphasizing menus that can visit offline stores or contact related people. For beginners to understand Cannabis well, the 'Learn about Cannabis' menu is separately provided to guide them. The menu was organized in Cannabis format so that beginners could easily find the menu.
Sitemap analysis
By analyzing the structure of the three Cannabis websites, we created a Sitemap that can identify the strengths and weaknesses of each structure and provide users with an optimal experience.
Findings
1) Images of Cannabis :
Images of existing cannabis websites are difficult to reach both general users and beginners. It provides a friendly guide, but the website design itself is serious, and major products seem to highlight the dark side of cannabis. Some products can be approached much more friendly, such as jelly, drinks, and chocolate.
2) Menu Structure :
The range of products is quite diverse, so the depth is deep and the products overlap here and there. The cannabis website should provide users with accurate product lines and categories that can be easily classified. It is recommended that you first categorize user groups and configure menus accordingly.
3) Terminology :
When professional terms such as THC and CBD are displayed at the front, new users are intimidated and leave the website. Access to user-friendly images and language to attract customers.
Design Sitemap
By analyzing the structure of the three Cannabis websites, we created a Sitemap that can identify the strengths and weaknesses of each structure and provide users with an optimal experience.
https://xd.adobe.com/view/99312a09-3f02-4170-a115-0ab7adb4188c-cc62/
Wireframes
Wireframes were designed based on competitor research and Sitemap. Wireframe consisted of Home pages and Subpages - product list pages, product detail views, and content pages. In addition, it was composed of Cart, Sign in Page, and age confirmation pop-up.
High fidelity
Based on the drawn wireframes, High-fidelity was produced using Cannabis product photographs with bright images targeted through findings.
• Design elements - Navigation bar / Drop down menu / Left side menu/breadcrumbs / Footer / Filter system / Social Link
• Colour/Typography - Images such as jelly and candy were frequently used in the main, and colors such as Pink, Red, and Yellow were used as the main, in order to lower the age group of the main target layer of the Cannabis website and to be more friendly.
Conclusion
More people need Cannabis in general than I thought, and unlike the need, image-making still needs to be developed in a positive way. The prototype designed based on this will be evaluated for usability testing in the future to fill in the gaps and upgrade.
Challenges
Cannabis online website design projects are illegal in Korea. As a Korean and Asian, it was a completely new field for me, and I had no choice but to work on my assignment with a little fear. It was also difficult to distinguish the characteristics of each product. Because the terms were so unfamiliar.
Next steps
Performs a usability test of the Prototype. Usability testing involves observing users as they interact with web site prototypes to identify usability issues or areas that need to be improved.
